Chegg 2013 Annual Report Download - page 52

•College Admissions and Scholarship Services. Our College Admissions and Scholarship Services allow
college-bound high school seniors to highlight their interests, passions and personalities in a way that
transcripts and standardized tests do not. During 2013, we received 7.6 million inquiries from students
using our College Admissions and Scholarship Services. Our goal is to connect high school students to
the “best fit” educational and scholarship opportunities at colleges. Our goal is to present relevant
matches for each student, and, in the process, reduce stress, time and costs, while improving student
satisfaction and graduation rates. Our “CollegeMatch” algorithm helps students create a list of “reach,”
“target” and “safety” schools and gives them the opportunity to learn more about schools on their list.
On Chegg.com, we have begun to connect community and junior college students with “best fit”
possibilities to transfer to four-year colleges based on their profile information, and we have also begun
to connect college students with graduate school opportunities. If a student expresses an interest in, or
her profile matches the interest of, a college in our network, we offer the student an opportunity to
connect with that college. Students in high school or college can use our “Scholarship Match” tool to
create a profile, which usually includes information such as their high school, GPA, intended major,
demographic background, college preferences and areas of interest. Based on this information, our tool
can connect these students with scholarship opportunities based on their profiles from a total database
of more than $1 billion in scholarship awards.
•Internships. Internships are the most effective way for students to gain work experience before
graduation four out of five companies that responded to a recent survey offered full-time jobs to
interns. Our Internships service, co-branded with Internships.com, allows students to connect to over
70,000 internships from top companies, bringing students and employers together in one centralized
location, helping students and young professionals find the right internship to jump start their career.
Enrollment Marketing Services
We provide approximately 875 colleges with admission and transfer support through our enrollment
marketing services, delivering approximately 3.0 million paid leads for interested students during 2013. Using
the information from the college-bound high school students who fill out a profile using our College Admissions
and Scholarship Services, we provide colleges with qualified leads to potential candidates and help them shape
their classes much more cost effectively. The leads can be based either on students’ expressed preference for a
particular college or matching students’ general preferences with college profiles. We only provide student
contact information to colleges after the student has agreed to be referred. Colleges pay for these services on a
per-lead basis or on a subscription fee basis. For colleges, we help significantly reduce the costs of recruiting and
support enrollment and retention rates. Rather than spending hundreds or thousands of dollars per enrollment,
colleges that use our enrollment marketing services can realize recruiting costs of generally less than $100 per
student enrolled through our enrollment marketing services, and we believe they are better able to shape their
incoming class, reducing transfers and drop-outs by using our services.
Brand Advertising
We offer unique and compelling ways for brands with relevant products and services to reach and engage
high school and college students at student life transitions such as preparing for college, preparing for back-to-
school or as they approach graduation. We work closely with brands to integrate their services and products with
ours. Our brand advertising services include digital advertising on our platform, product samples, discounts and
other promotions shipped directly to students in our distinctive orange Chegg boxes and experiential offerings
that may include, for example, on-campus events, sponsorships and other brand ambassador work. For the year
ended December 31, 2013, we had advertising contracts with approximately 30 consumer brands.
Technology and Platform Integration
Our technology is designed to create a connected learning platform that is built to enable our future growth
at scale. We employ technological innovations whenever possible to increase efficiency and scale in our
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